A new "Earn" online store now gives the nine million MeliaRewards members the ability to shop and earn points with 1,800 retailers in the UK, Spain, Italy, France and the US. These include the likes of Fnac, el Corte Ingles, Aliexpress and John Lewis.

Meanwhile, the platform’s "Redemption" online store gives members access to 4,000 reward items across eight categories, including the likes of electronics, health and beauty and travel. Members can also earn points on any joint cash and points redemption payments.

"We’re excited to grow and improve our member value proposition and raise our programme to the next level of loyalty excellence,” said Susana Miranda Hansford, global loyalty and partnerships, Melia.

"We’re always looking for ways to make the member experience more convenient and rewarding. Through the Collinson Group and Points partnership, we can raise the bar by providing a better customer experience through offering more choice and improving how we engage with them, therefore providing more value. Both companies share a similar member-centric approach which was important to us when choosing partners to deliver this solution. We can’t wait to see our members take advantage of the new MeliáRewards Shopping eStores”.

“Loyalty is not a one-dimensional experience – it’s becoming increasingly complex as brands look to connect with consumers in meaningful ways"

James Berry, head of loyalty commerce, Collinson Group, added: “Melia has loyalty at the heart of its organisation. It’s in its DNA. We have a shared view of the importance of delighting and rewarding customers at every turn and we believe the MeliáRewards Shopping eStore will have a significant, positive impact for both the company, and most crucially, its members.”

“Loyalty is not a one-dimensional experience – it’s becoming increasingly complex as brands look to connect with consumers in meaningful ways,” said Rob MacLean, chief executive at Points.

“Members are looking for better flexibility in how they earn and redeem rewards, as well as a more tailored approach based on their personal preferences. We are thrilled to expand our partnership with Melia to give members the ability to earn and redeem loyalty currency, personalised to their preferences, in their everyday, online shopping.”